October 2022 will see the delayed introduction of the government’s restrictions on promoting food and drinks high in fat, salt and sugar (HFSS) in England & Wales.

Frequently referred to as HFSS, the regulations include definitions of the types of food and drink in scope and place controls on online and broadcast advertising as well as restrictions to promotion and positioning in store.

For many brands and food retailers this will be the biggest upheaval they have ever experienced to the way they advertise their products. They will need to adapt to remain compliant with the new regulations and to protect revenue.

But there are opportunities as well for those bold enough to take action, especially brands whose products that are already, or are taking steps to become HFSS compliant.